---
title: "Selling telematics: how asking the right questions can shape customer interest"
description: Telematics can be a complex offering to discuss with customers – unless you have the right questions at hand to connect the technology to real-world challenges.
---
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# Selling telematics: how asking the right questions can shape customer interest
[DOTF](https://www.thermokingnews.com/tk-stayfresh-blog/tag/dotf), [Thermo King Insights](https://www.thermokingnews.com/tk-stayfresh-blog/tag/thermo-king-insights), [Connected Solutions](https://www.thermokingnews.com/tk-stayfresh-blog/tag/connected-solutions)
Drill down on many a customer requirement and you frequently realize that the answer is telematics. The trouble is that often customers either:
- **Aren’t aware that the technology exists** or see it as being too difficult to implement
- Are aware of it, but **don’t understand its scope** or potential outputs
- See telematics as simply **too difficult to implement**
The task is therefore to quickly connect the value of telematics to **real-world challenges** and those areas of their business that customers **are looking to improve** – and doing that ultimately comes down to the specific questions you’re asking.
## Question 1: do you know exactly where your trucks are at any time of the day?
This first question relates to those organizations **looking to improve their operation** through a **basic level of visibility** into areas like scheduling and asset utilization. The answer leads to talk of user-friendly dashboards that provide this real-time information, alongside the insights needed to inspire a smarter fleet.
## Question 2: how good are you at monitoring fuel usage and actual mileage across the fleet?
The second question places the emphasis on **cost**, and on practical ways for measuring outgoings against specific jobs to help **uncover possible savings**. This includes areas such as fuel theft etc., and is an ideal door opener for companies looking to cut back on expenses.
## Question 3: can you confirm to customers cargo integrity, and details of where/when doors are opened?
Question 3 brings with it a **security focus, covering both the load and the driver**, alongside the reassurance of knowing in detail what’s happening ‘out on the road’. This is an important trigger point for customers needing to **know with certainty** what’s happening where and when with individual cargoes.
## Question 4: are you able to monitor load temperature throughout a journey when transporting sensitive loads?
This fourth question offers **an important compliance angle**, and is geared toward those customers involved in the movement of perishable goods. It’s about offering them peace of mind that a high-value item is **being maintained at the right temperature** throughout a journey – alongside the visibility to respond to any potential problem.
## Focusing your efforts
Asking such questions also helps avoid a ‘catch all’ approach to selling telematics. They also ensure the **conversation is focused on finding specific solutions** to specific problems, rather than starting with a “we can provide visibility into anything you need” approach – which can make it difficult for customers to fully appreciate the practical benefits delivered.
In addition, such questions can also provide the basis for developing **stand-alone telematics packages**. For example, [Kaessbohrer, a bodybuilder (OEM) located in Germany](https://www.kaessbohrer.com/), offers the following four packages:
- **Basic**: ‘to locate the trailer’ featuring the basic user-friendly app and maps
- **Intermediate**: ‘to manage operational costs’ by monitoring routes driven and asset utilization, with geofencing to help track deviations
- **Advanced**: ‘to secure the goods’ that includes the intermediate package alongside door sensors to monitor door activities and cargo integrity
- **Cool**: ‘to demonstrate temperature conditions’ with reefer alarms, fuel tank sensor data, as well as insights on temperature deviations, coupling status, and truck ID etc.
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